Steven Parker Founder, Phonetic Digital
What were your career ambitions growing up?
I can’t say I had any specific ambitions. I wasn’t particularly the academic type, even though I did reasonably well in school. At 16, I had my heart set on joining the British Army, but that wasn’t to be. After that, I tried college, which didn’t work out, had a stint in a warehouse stocking shelves, and later in car sales. It’s safe to say I’ve had a varied path. But every step taught me something. Eventually, I found my real passionmarketing. Once I got into marketing, everything clicked. That was 20 years ago, and I still have the same energy and enthusiasm for it today!
Tell us about your current role.
My main role is as the Managing Director of Phonetic Digital, which I started in January of this year. As with many small business owners, I wear a lot of hats. One minute I’m delivering for clients. The next, I’m doing business development, finance, recruitment, and sustainability. I’m also the official plant waterer and office hooverer. I do whatever needs doing! I also lecture for NESMA. I teach their Level 3 to 6 digital courses for the Chartered Institute of Marketing.
I’m also proud to serve on the board of the Foundation of Light, Sunderland AFC’s official charity. I’m passionate about contributing to the community in my home city in this way.
What is your proudest business achievement?
Setting up my current business, Phonetic Digital, is a huge achievement for me. It’s always a daunting task to start something new, but doing it on my own this time has been incredibly empowering. I drew on the experience I gained while setting up, scaling, and exiting my previous business.
How has your industry changed in the last decade?
The digital marketing industry has changed dramatically over the past decade. Ten years ago, TikTok and Snapchat didn’t exist and AI tools like ChatGPT were unknown. Only the more advanced businesses were exploring digital ads, like Facebook and Google Shopping.
Fast forward to today, and digital platforms have become an integral part of our lives. People check their phones first thing in the morning and often right before they go to bed. Websites are now interactive, not just static brochures.
The pace of change is staggering, but that’s part of what makes this industry so exciting.
What are you currently working on?
We offer three core services: websites, marketing, and training.
We are currently working on some exciting web projects. They are for a well-known regional real estate agent. We are also working with a local college to make their site more dynamic and user-friendly. We have several exciting projects in the pipeline, which we’re keen to get started on.
From a marketing perspective, we’re managing SEO for a well-respected law firm, helping them strengthen their online presence and visibility. We also handle social media for a large printing firm, ensuring they remain active, engaging, and on-brand across their platforms.
Tell us about the team you work with.
We’re a small team, operating with a big-agency mentality. One of the things I love about our setup is the flexibility. We have a core team, but we work with a close circle of trusted associates to expand our capacity when needed. It’s a different kind of delivery model, but it works brilliantly for us, and suits our clients too.
What is the best piece of business advice you have been given?
I’ve been fortunate to have had many mentors over the years, and received a lot of great advice, so it’s hard to pick just one. But two pieces have stuck with me.
“Work hard and be nice to people.” It’s simple and straightforward, but often overlooked. Everyone is chasing the next deal in business today.
“Stay curious.” This industry evolves quickly. If you’re not constantly learning, you’ll get left behind.
What has been your biggest challenge?
Leaving my old business was definitely one of the biggest challenges I’ve faced. It was an incredibly difficult decision because it wasn’t just a business; it was a part of me.
It was tough, but it was also the correct decision at the correct time. It taught me a lot about resilience and the importance of knowing when it’s time to move on and start something new.
Who are your heroes inside and outside of business?
Inside of business, I’d say my hero is Matthew, our technical director. We’ve been friends and colleagues for over a decade, and I’ve learned so much from him. His technical expertise is second to none, and I’m grateful to have him on this journey. The plaque on his desk reads ‘Fixer of Everything’. I’ve never seen a more apt sign.
Outside of business, my family are my heroes. I am fortunate to have been married for 19 years now and we have been blessed with two wonderful children. It’s not always easy, but it’s always worth it.
How do you unwind outside of work?
Outside of work, I love watching my children play rugby. It’s great to see them in action and support their passion.
I also play the piano, it’s my escape!
Favourite Book and Boxset?
I’ve recently re-read The Alchemist by Paulo Coelho. It’s a fable about following your dreams and the idea that sometimes the greatest treasure is right in front of you, if you’re willing to see it.
As for boxsets, I’m a big fan of Game of Thrones, Vikings, and The Last Kingdom. Who doesn’t enjoy a bit of medieval drama?!
www.phoneticdigital.co.uk